For all business marketers, their ultimate goal is to simultaneously run as many different, profitable, and effective B2B marketing strategies as possible.
Why? No business, no matter what its products or services are, should focus all of its marketing efforts and expenditure on a limited range of different channels to reach its target audiences.
Nor should it stick solely to marketing directly to the decision makers it already has on its customer lists, prospect lists, or email newsletter subscriber database.
Instead, you should attempt to use every business to business marketing strategy available and at your disposal to reach existing and potential customers.
B2B marketers should always experiment and measure the performance of each channel they use to connect to their existing and future clients.
By doing this, you’ll soon have multiple marketing streams delivering closeable and qualified leads into your business every week.
A short time after that, you’ll then able to focus more of your budget on the business to business marketing strategies which perform best and which generate the greatest return on investment.
In this article, we’ll show you how your B2B marketers can create your own big picture and ongoing B2B marketing campaign.
We’ll suggest 10 separate B2B marketing strategies you can use to create the stream of high-quality and self-replenishing qualified leads and sales you want.
To speak with one of our B2B marketing strategy account managers at More Than Words, please call 0330 010 830 or click here to email us.
Creating an effective B2B marketing strategy which offers the best of both worlds – inbound & direct
All B2B businesses should do the following five things on a daily basis to survive and to grow:
- you must take every opportunity to secure deals from potential or existing B2B customers who are at or very near the point of purchase (at this stage, your marketing team must pass the lead onto your sales teams to complete the sale),
- many buyers in your target audience will be responsive to a traditional cold direct marketing campaign (specifically B2B email marketing campaigns, B2B telemarketing campaigns, and postal marketing). You should not pass up the opportunity to use direct marketing as it’s still highly effective,
- with existing customers and prospects whose contact details you already have, you need to ensure that you stay in touch with them regularly by email newsletter and by social media marketing. These two approaches, particularly email newsletters, are very effective for lead generation, increasing brand awareness among target buyers, and taking prospects to the point where they can be passed onto your sales team for conversion,
- you need to regularly create new sales and marketing content. You distribute this content online via your site, social media platforms, and on 3rd party sites your audience trusts. This content informs and educates existing and potential clients about the unique benefits of what you sell as they approach the point of purchase. Make this new content as easy to find as possible and use it to try to capture prospects’ contact details so that you can stay in touch preferably by email newsletter or less preferably via social media, and
- with all the content you’re now regularly creating for your business, you should take every opportunity to repurpose content to make it more relevant for and bespoke to B2B customers’ individual situations. This will increase your sales team’s chances of closing the deal.
What is the B2B sales funnel?
Doing all of the above takes time and effort.
You should think of your B2B marketing strategy as casting out as many fishing lines as possible at once to bring new prospects into your business’s sales funnel.
You need to move these prospects through your sales funnel as quickly as possible to get them to the point where your sales teams can treat them as qualified leads and close the deal.
You need to always be replenishing and increasing your supply of prospects. You need to find more prospects for your sales funnel than are leaving it to stay ahead.
More Than Words note – why would a B2B buyer leave your sales funnel? Prospects generally leave funnels either as a result of purchasing from you, purchasing from a competitor, delaying their decision, or simply losing interest.
But what is the B2B sales funnel?
The business to business lead generation sales funnel describes the three stages of a B2B decision maker’s buying journey. Those three stages are:
- Awareness (top of the funnel): when customers realises that they have a problem they can’t fix or an opportunity they can’t exploit and they go search for a solution to the problem.
- Qualification (middle of the funnel): the buyer researches solutions and compares their options, and
- Decision and close (bottom of the funnel): the buyer knows what they want and is comparing vendors or service providers – they are at or near the point of purchase.
What we want to show you in this article is how to create sales funnel content which:
- draws decision makers within B2B markets into your lead generation sales funnel at the awareness stage using a variety of different marketing strategies, and
- now that they’re in your sales funnel, heightens their interest, displays and explains the benefits of purchasing the product or service you’re promoting, and moves prospects faster through your funnel so that they turn into fully qualifed leads for your sales reps to follow up.
First, you need to create and grow your own marketing content pack
First, some definitions. In this section, we’ll explain what each type of marketing is and share with you the content you need to create when using these B2B marketing strategies.
What is B2B inbound and content marketing?
B2B inbound marketing is the creation of easy-to-find Google-friendly content for your brand’s website which is intended to attract, engage, and interest business to business decision makers at various stages of the sales funnel.
Every time potential business to business clients visit your site and consume your content, you should make every effort to convince them to get in touch with your sales teams.
If they’re not yet at the point of purchase, you should see every visit as an opportunity to persuade them to leave you their contact details or to subscribe to your email newsletter or social media channels.
Examples of B2B inbound marketing content – blogs, articles, SEO copywriting, website copywriting, case studies for your site and the use of SEO techniques.
B2B content marketing is essentially the same as inbound marketing however it expands its focus from just your company/brand site to other channels.
Other channels include social media marketing, email newsletters, the creation of downloadable and shareable e-books, white papers, case studies, and so on.
Both inbound and content marketing rely on having a well-optimised B2B company/brand website which Google appreciates and ranks highly.
This takes time and we cover later on how to do this but, from the perspective of a modern marketer, there is no more important investment you can make in your business than a popular, respected, well-visited website.
Continual spending on content is a must and it will become increasingly the case as more and more business to business clients embark on their own research into what you sell primarily using Google to locate the information they need.
Why don’t prospects just pick up the phone and ask for help?
It’s because the internet is the greatest information resource in human history, it’s free of charge, and it doesn’t try to persuade you to make an appointment to see a sales rep.
Many B2B buyers don’t like being pitched until they feel they know enough to make what they feel is an informed decision.
For B2B buyers, the internet is an opportunity to level up their own knowledge with the knowledge of a sales rep.
Inbound and content marketing is a reaction to the shift in power between buyer and seller caused by the free availability of high-quality information on the Internet.
Examples of B2B content marketing content include email newsletter writing, native advertising copy, social media marketing, content distribution, and downloadable materials like e-books and white papers.
What is B2B direct marketing?
To many of our clients, inbound and content B2B marketing strategies will sound a little bit passive.
For those of you with sales backgrounds who have been told that they need to take control of the marketing and sales processes, it might sound like you’re handing a little bit too much control to your prospective clients if you use inbound and content B2B marketing strategies.
Direct marketing still works.
Email marketing, telemarketing, and postal marketing to decision makers within relevant B2B markets relies on finding companies at or near the point of purchase.
For every 100 potential B2B customers you target with a direct marketing campaign, you know that only 2-4 will be in the market at any given time for what you sell.
The strength of great direct marketing campaigns and teams is that they not only find those 2-4 ready-to-purchase prospects but, depending on how well it’s done and the urgency you add to your campaign, you can even bring other companies’ purchasing decisions forward.
Your marketing and sales teams can hold prospects hands as they rush to educate and inform them and then ask them to buy from your business.
If you are using direct marketing now and it makes money for you, you should keep doing it.
Why those B2B marketing campaigns which marry inbound/content marketing and direct marketing work is that they compliment each other.
To rank highly on Google, to build up followers on social media, and to be seen on trusted platforms requires the creation of the highest-quality content. This content can be repurposed for direct marketing campaigns and for when your sales teams are closing clients.
You’ll have richer, deeper, more trustworthy, and more convincing content at your disposal than your competitors.
There’s another important consideration too.
Your inbound and content-based sales funnel will eventually start delivering a constant stream of closeable and qualified leads direct into your business.
The inbound qualified leads your sales teams will recieve from the internet are always better than the qualified leads generated from direct marketing activities.
That’s because they have more intent, they have more knowledge about your product or service, and they already know and appreciate what the benefits of working with your business will be.
Examples of B2B direct marketing content include telesales script writing, brochure writing, sales letter writing, the creation of case studies which mirror the experiences of your audience, and so on.
Second, decide on the content you need to create to carry out your B2B marketing strategy
To create the content marketing collateral you need to successfully influence the purchasing decisions of your target with decision making responsibility, you first have to decide how you’re going to reach them.
Content marketing for direct B2B marketing campaigns
To get the best results from a B2B direct marketing campaign, you or the B2B marketers working for you will need to create content for the later stages of the sales funnel.
That’s because the business to business buyers you connect with using direct marketing approaches like email advertising, telephone marketing, and postal marketing need to be convinced in a hurry.
You’re trying to stimulate a need in them they may not have realised until you contacted them and it’s the responsibility of your B2B marketers to get them to the point when they’re ready to be passed over to your B2B sales team.
For direct business marketing campaigns, you’ll need product or service descriptions, case studies and testimonials, white papers, and other materials which:
- quickly establish your reputation as an experienced provider to your target audience and
- demonstrate the efficacy and suitability of your product/service long term as well as its adaptability to individual company requirements.
To stimulate responses in the first place, you’ll need compelling email copywriting, sales letters, and a flexible and persuasive telesales script or structure.
More Than Words note – lack the staff or the infrastructure to carry out your own direct marketing to the business audience you’re targeting? Our in-house direct marketing teams carry out managed B2B email marketing campaigns and managed B2B telemarketing campaigns. Please ask us for more details when you get in touch.
Online inbound and content marketing
For your online inbound and content marketing strategies, you’ll need to create various libraries of content over time to maximise return on your investment.
It takes between 6-12 months for content marketing campaigns to deliver a much higher number of inbound qualified leads and in overall higher search engine rankings.
However, the positive effects of investing in inbound and content marketing are long term – you will continue to receive increased traffic and more qualified leads even if you pause investment in content for a few months once critical mass has been reached.
This is very different to spending on direct marketing where, if you stop spending money, the leads come to a full stop straight away.
Attracting potential customers to your company/brand website
The type of content you need to create for your site includes:
- Email newsletters
- Evergreen content (content on your site which stays relevant and needs little or no amendments over time to reflect changes in your business or its products or services)
- Slide shares (LinkedIn slide-shares are similar to a Power Point presentation but accessible online)
- Visual content
- Landing pages (specific pages on your internet site designed to capture potential client’s details)
- Free downloadable and shareable content
- Thought leadership posts (the types of articles which describe the vision, passion, experience, and talent within your organisation and give readers insights into your industry can provide guidance to customers and suppliers)
- Company news
- Online chatbots
- Content on your corporate social responsibility program
Creation of content for social media and 3rd party websites
While improving how Google ranks your business site should be your first priority with inbound and content marketing as it’s the only platform you actually control, you can find a wider audience and break into new B2B markets on social media and by partnering with 3rd party websites.
For social media, you’ll need to create a posting schedule – much of that however can be dictated by the content you publish on your site which you can then link back to on your social media profile.
There’s an in-depth article on our sister site about this – “10 ways social media promotion can transform your business – how LinkedIn and other platforms now often provide a first connection between you and your client base”
Your target audience and those with decision-making authority in new B2B markets you want to launch in will have certain go-to 3rd party websites and platforms they trust.
You can be seen by a greater number of buyers and build trust in your brand and in what you sell by negotiating the inclusion of your content on their sites.
Doing this is also very beneficial for Google optimisation (getting your website seen by more people through higher rankings).
Third, 10 ways to grow your sales faster in order of the speed of results
We know you want quick results – we do too.
Below, we’ve listed 10 ways you can grow your sales faster in order of the speed of results you’re likely to see – in other words, more traffic to your website and more qualified leads for your sales team to follow up.
1. Pay per click marketing
Pay per click marketing offers your company two different options:
- keyword-based advertising – when someone searches Google for a particular word or keyword like “CNC drilling machine”, “accountant”, or “email marketing” or
- audience-based advertising – choosing who sees your advert by where they’re based, what type of job they have or company they own, and other such factors on social media platforms.
With either type of marketing, it’s best to provide visitors with a landing page on which they can enter their contact details and/or offer something free – like a downloadable e-book or white paper, a product description, discount voucher for future purchases and so on.
Pay per click marketing campaigns can be set up within minutes on all major search engines and social media platforms – all you need is a functioning credit card and website.
2. Email newsletters to customers and prospects
Sending email newsletters to your existing customers and to your prospects (those companies and B2B buyers who have been in touch with you already but who are yet to make a purchase) serves two important purposes:
- keep your existing customers loyal by providing them with updates, incentives, and more, and
- staying in touch with prospects who may be moving closer to the point of purchase and who need more convincing about your business and the product or service they’re interested in.
Your existing customers are an untapped resource of as yet unrealised sales – did you know that the cost of sale is five times higher finding new customers to buy from you than selling to existing ones?
You can compose an email newsletter to your customers and prospects today and they can be in decision makers’ inboxes within 24 hours.
More Than Words note – we offer a full email newsletter writing and distribution service to companies. Please ask us for more information when you call.
3. B2B email marketing
Email marketing is a proven way of generating high quality leads and sales. But what do you do if you don’t have an email database of decision makers within your target audience?
One option is to purchase a bought-in B2B email marketing database from a company like More Than Words. We have hundreds of thousands of email addresses for decision making contacts within businesses, the education, and the public sector.
Get in touch with us, let us know about your company and what you do, and we’ll provide you with the B2B marketing data you need to run your campaigns.
The best B2B email marketing campaigns use the most accurate data restricted only to the audience and B2B buyers you want to target – everyone contained on your B2B email marketing database will have an identifiable need for the product or service you’re offering.
The most successful B2B marketing emails communicate in 10 seconds or less everything a prospect needs to know about what you sell and how it can help them solve a problem they’re facing or unlock an opportunity current unaccessible to them.
With most B2B email marketing companies, you’ll receive your data within 48 hours and you can start selling immediately after.
More Than Words note – ask us about our email databases when you call. We offer clients access to our B2B email database, our school email address list, and our database of public sector email addresses.
B2B telemarketing gives your sales teams the opportunity to open two-way conversations with the people you need to convince to purchase your products and services on their direct dial phone number.
With an experienced telesales team, the right script or structure, and a manager who trains and motivates front-line staff, you could be booking appointments or generating leads straight away after you’ve recieved your data.
One way to populate your sales funnel is, when speaking with directors and owners of the companies you’re targeting, to ask questions about who currently supplies them, when does any governing contract end, how much are they paying at the moment, and so on.
From a B2B telemarketing database with only 1,000 or 2,000 contacts on it, you can build a pipeline of expected revenue over the coming 12 to 24 months with the information you gather in addition to the sales you make straight away.
More Than Words note – we maintain an extensive UK telemarketing database for clients wishing to use telesales as one of their lead marketing efforts. Please ask us when you call about our B2B telemarketing data, our school calling list, and our public sector calling list.
5. Postal marketing
Many B2B companies still use postal marketing to get in touch with potential clients – in many buyers’ mind, there is added value and prestige in receiving tangible, attractive, convincing, and persuasive sales letters and brochures from prospective suppliers.
Mail volumes are substantially down on previous decades although they have stabilised in recent years.
That means that, when your mailing arrives on the desk of a decision maker, there’s a lot less competition for their attention.
As with cold email and telemarketing lists, bespoke mailing lists can be built for you to target specific audiences and B2B markets.
Working with a mailing house, a printing company, and a copywriter, your postal marketing campaign could be underway in as little as 2-3 weeks.
More Than Words note – we offer bespoke mailing lists to clients selling their products or services to other businesses. When you contact us, please ask us about our business to business mailing list, our school mailing list, and our public sector mailing list.
6. Advertise/appear on relevant websites
Whether in a personal or professional capacity, there are websites which we trust more than others for the quality, accuracy, and reliability of information contained on them.
When creating content for your business, you can approach 3rd party websites and platforms which cater specifically for the B2B markets you’re targeting.
Most of these websites will link to your site (which, in great enough numbers, will result in higher search engine ranking placements for your site) if you provide them with content although most won’t generate direct qualified leads for your business.
Please note that many sites will charge you to host your content and a link back to your website but this is a worthwhile investment.
You can use the page on your site which the 3rd party site links to to collect contact details from visitors so it is possible to generate leads from external links.
Plan out which sites you want to appear on and get in touch with them.
Ask the if they are willing to host your content and ask them if there’s any specific content they want you to provide for them. Your first 3rd party hosted content could be online within 4-5 weeks.
More Than Words note – we offer a content creation and distribution service for our clients. Please ask us for more information when you get in touch.
7. Optimise/redesign your company/brand website with search engine optimization in mind
Compared with a decade ago, the requirements which companies need to meet to benefit from a prominent listing on Google and other search engines are a lot more complex and strict.
Not only do you have to create websites which look great and work well on desktops, laptops, tablets, and watches but you also have to make sure that:
- the pages load quickly,
- there is a clear site-map for Google to follow, and
- there is significant internal linking to show Google which pages you place the greatest priority on, and more.
Having your site optimised or rebuilt is therefore a lot more expensive and time-consuming that it was 10 years ago however the investment should pay you back within 6-12 months.
Depending on the complexity of your site, a website design agency could have your new site ready for you in a month or two.
More Than Words note – ask us about our website design agency services when you get in touch. We plan, build, host, and maintain company/brand websites for clients ensuring the highest possible rankings on search engines using the latest SEO techniques.
8. Benefits-led product and services descriptions
Less than 3% of website visitors actually buy something when they’re on companies’ sites – in these days when the information we want is a search away, consumers want more reassurance than ever.
Nearly seven in ten shopping carts are abandoned with no purchase being made.
For most B2B sales, interaction is needed between your client and your sales team before a deal happens.
What is the quality of the information like on your site at the moment?
Would it persuade you to get in touch with your business?
Is what’s on your website simply uninspiring lists of technical features rather than engaging story about benefits?
Does it have the keywords and structure in it for Google to understand what it is and to convince it to rank that page highly?
The difference between a good product description and a bad product description can be, in some cases, millions of pounds worth of extra sales.
At the same time as you have your site redesigned and optimised, you should also ensure that your product descriptions are optimised for Google and that they really sell your product or service well to the visitors to your website.
The website design agency you use will normally work with SEO copywriters to create the product descriptions for your site.
You’ll have the opportunity to sign off every product description created with your copywriter.
More Than Words note – when you contact us, please ask us about our product description writing service and we’ll make sure that the product and service descriptions on your site increase traffic to your company/brand site and the number of leads and sales you generate online.
9. B2B social media marketing
Earlier, we mentioned paid-for advertising based on target demographics and B2B markets offered by social media platforms.
Building up an organic audience of followers on social media platforms using content does not incur advertising costs and the subscribers you accumulate generally interact more with your posts.
However, it does take a lot longer using organic content creation to build a sizable following.
How to use social media for B2B marketing?
You need to think of social media as a way to stimulate conversation, build relationships, establish trust in you and your brand, and drive traffic to your website.
Social media has elements of a sales platform, a marketing platform, a PR platform, and a recruitment platform without ever being truly as good as dedicated and focused competing platforms.
Measuring a return on your investment with B2B social media marketing is difficult as you can have hundreds or thousands of followers but the fact that they follow you is no indication of or guarantee that they’re going to buy from you.
Is it worth it?
Yes but content planning is essential to make it really work for your business and you have to give organic content creation and posting at least 6-12 months to show a return.
LinkedIn B2B marketing
LinkedIn is the most effective B2B marketing option for your social media campaigns. The people on it use it in a professional capacity and not in a personal capacity.
LinkedIn offers valuable opportunities to your company in not only finding new customers but also in finding new suppliers and connecting with people who you may wish to employ at a later date.
How to use Facebook for B2B marketing
In contrast to LinkedIn, most people using Facebook do so in a personal capacity rather than a professional capacity.
Whereas on LinkedIn there is almost an expectation that you will promote what you sell on the platform, blatant advertising on Facebook (and Twitter & Instagram) is not as keenly welcomed by its users.
There are however opportunities for B2B businesses on Facebook with the Facebook Messenger app enabling easier desktop and device communication with potential customers as well as the Facebook Pixel.
The Facebook Pixel is a tracking device you put on your website which allows you to display adverts on the timelines of Facebook users who have visited your website.
More Than Words note – we have a team of B2B social media marketing management campaign planners and copywriters and they’ll create the posts, images, and downloadable content you need to appeal to your target audience on LinkedIn, Facebook, Twitter, Instagram, and more as well as on dark social (when people privately share links and content with each on social media platforms and on messaging apps like WhatsApp).
10. Regularly upload high-quality articles to your site and distribute them
Writing and uploading a B2B marketing blog or article to your website will make little difference no matter how high the quality if you only post sporadically.
However, creating a library of articles and blogs on your website will not only improve your search engine rankings but it will also recruit new B2B buyers into your sales funnel as well as guiding them through the different stages in their purchasing journey.
When your potential customers are looking online for information, they greatly value finding detailed, reader-friendly, accurate, and actionable articles which answer the questions they have about your company and your products and services.
It can take up to 6-12 months for your online library of blogs and articles to be large enough to make a significant difference to where your site finishes in search engine rankings and in the number of leads you generate from it.
More Than Words note – as part of your business to business marketing strategy, we create blogs, articles, case studies, and more and then distribute it via our content distribution team. We work with many journalists too and we can write and distribute newsworthy press releases for your B2B company as part of our service.
B2B Marketing FAQ and Jargon Buster
What is B2B and B2C marketing?
To understand the difference between B2B and B2C marketing, you have to answer two questions:
- what is B2B marketing? and
- what is B2C marketing?
What does B2B mean in marketing?
What does B2B (business to business) mean in marketing? B2B marketing (sometimes called business to business marketing) describe the variety of different marketing strategies and approaches you might use to generate leads from other companies.
B2B marketing is also used to describe marketing to other types of organisations like schools, public sector organisations, and charities.
With business to business marketing, the people with responsibility for decision making purchase a product or service based upon how it might solve a problem within their organisation or unlock an opportunity they’re currently unable to exploit.
Effective B2B marketing demonstrates the value in your product/service to those in charge of making decisions and others within a company who influence the procurement process.
What does B2C mean in marketing?
B2C stands for business to consumer and this describes the market strategies you would use in finding people acting in a private capacity purchasing for themselves, for their family, or for someone else.
There is some overlap between B2B and B2C marketing for small and less expensive items which can be used both in a private and personal capacity like laptop computers, mobile phones, consumables, and so on.
Why is marketing important for B2B companies?
B2B marketing gives your company the ability to transmit and deliver information, insights, and benefits about your products or services which you think they need to know.
Although B2B customers are still receptive to a traditional B2B strategy like email marketing and telemarketing, they are now more inclined to begin the process of researching a particular product or service themselves online using search engines than get in touch with an expert first.
B2B marketing allows you to actively and passively communication important information to those in charge of decision making within the types of businesses you target.
What are the major B2B marketing challenges?
The major challenges in B2B marketing differ depending on the channels you use and the audience you’re targeting. Overall, the major challenge is to bring often disparate B2B marketing strategies together as a cohesive whole so that your sales/marketing/content teams are doing what they need to when they need to do it.
For an online marketing campaign, the major challenge is investing enough in quality content and into generating links back to your site so that your audience can find you and the product/service they’re interested in when using the major search engines.
Once you have them at your site, the challenge is to get them to interact, particularly when they are in the first two stages of the sales funnel. However, persuading them to share their contact details with you is key to raising brand awareness and to creating new content which pushes them through the funnel faster.
The greatest challenge for marketers with email (including the sending of email newsletters) is to make sure that your email is delivered to the buyer’s inbox. Once you’ve succeeded with that, the main job is to create a subject line which encourages as many recipients as possible to open your email.
For telemarketing, the creation of a convincing and engagement telesales script or structure is crucial as is the ability for a telephone marketer to persuade the secretary to connect the call. For postal marketing, the major challenge is to get your letter into a decision maker’s hands, even with correctly named and addressed envelopes. If you’re successful in doing that, a marketers’ toughest task is to write and design a brochure or sales letter which generates strong leads for a company’s sales team.
What’s the best way to determine the target audiences most likely to need our products and services?
To discover the B2B markets you should be promoting to, you need to understand truly which problem your product or service solves or which opportunity it unlocks. By knowing which businesses would benefit most from buying what you sell, you better know where to focus your marketing efforts to generate the highest return on investment.
You should also interrogate your customer relationship management software to analyse buying patterns within your client base and look for commonalities among them.
B2B companies, when devising their B2B marketing strategy, will often use buyer personas as well so that they understand the motivations, pressures, and fears of the audience they’re targeting.
Which B2B marketing strategies deliver the greatest number of potential customers quickest?
Unless you sell your product/service by e commerce, the focus of your B2B marketing strategies should be on lead generation. If yours is a complex, expensive, customisable, and/or high-ticket product or service, the chance of an online sale is remote.
To overcome buyer fear and uncertainty, you need to choose the B2B marketing strategies and approaches which result in buyers being exposed to your brand and to the product or service you want to sell them.
Think of your investment in your company website, your company social media presence, and distribution of content to relevant 3rd party platforms as your medium to long term strategy. To pay for those and for immediate lead generation, use direct marketing to create to opportunities for your sales team to close the deal.
What are the best ways to build long term relationships with B2B buyers and decision makers?
For buyers who have not purchased from you yet, the best way to make a sale and build long term relationships with clients is to stay in touch. By staying in touch with either direct marketing or content marketing, you give them a chance to get to know your company and what you sell while you build brand awareness.
With B2B sales, the more often your audience sees your company, the more trust they have in what you sell. They’ll feel confident in your ability to deliver what you promise because of the information you’ve shared with each other as they progress through their buying journey closer to the point of purchase. When future clients are ready to make purchasing decisions, it’s your business that they’ll be most likely to contact.
What are B2B email marketing best practices?
If you want to use B2B email marketing for lead generation and to raise brand awareness, you need to conform to best practices. Current B2B email marketing best practices are:
- always include a free-of-charge and simple method to opt out of receiving any further emails from you,
- always put your full company name and postal HQ address at the bottom of each email,
- do not use deceptive subject lines or “from names”,
- be sure before you send a campaign why each recipient might need what you sell, and
- only promote a product/service of benefit to the organisation a recipient works for and not the recipient in a personal capacity. B2B email marketing must not be used to promote a consumer product/service under any circumstances.
What is the current B2B email marketing law in the UK?
B2B email marketing law is currently governed by the GDPR. As the UK has left the European Union, there may be changes to Britain’s GDPR law in years to come. For our GDPR policy, please click here.
How does GDPR affect B2B marketing?
GDPR affects B2B marketing minimally – its impact has not been particularly profound on direct marketing approaches taken by companies.
For email marketing, simply ensure that you follow the law as described above and that you observe best practice. For telemarketing, you must check that the phone number you are dialling is not registered with either the Telephone Preference Service or the Corporate Telephone Preference Service.
What should your B2B marketing budget be as a percentage of your company revenue?
It generally varies depending on the size of your business and the cost of the product or service you sell but, for most clients we work with, their B2B marketing budget is around 10-15% of their turnover. Our clients tend to spend double the average amount on marketing than most businesses.
Companies which spend more on marketing and more on developing and training their sales teams generally charge more for what they sell and this is how they recoup their additional outlay.
What is B2B content marketing?
Business to business content marketing is content marketing specifically created for non-consumer target audiences – B2B buyers purchasing your B2B products or services for the benefit of the organisations they work for rather than themselves personally.
Many B2B companies take normally one of two approaches when creating content for their company/brand website, for their social media platforms, and other channels:
- they create their own content which promotes the benefits of their products or services to other businesses in-house or
- they employ a B2B content marketing agency to create content to appeal to the business to business markets and decision makers they’re targeting.
Should we use a B2B digital marketing agency?
To create and distribute high-quality, search-engine-optimised copy, the marketers working for your company need to possess a high level of skills, knowledge, and ability.
Many companies use a B2B digital marketing agency to plan their inbound/content marketing strategies and to organise them for up to a year or two after launch. At this point, some clients will then start to build their own inbound/content marketing teams to gradually wean away from their reliance on their agency.
What is B2B digital marketing?
B2B digital marketing strategies generally include the strategies and approaches taken in content marketing, inbound marketing, email marketing, social media marketing, and email newsletters – all of the activities take place online.
What part does e commerce play in B2B marketing?
The more your product or service is “boxed” and less prone to variation on a customer by customer level, you will enjoy similar e commerce results from your website in B2B markets as you will in B2C markets.
The likelihood of a sale taking place without any prior human interaction when your product or service is bespoke, expensive, or mission-critical via a website is negligible. The focus of your website should be on lead generation and customer contact detail capture when they’re in the first two stages of the sales funnel.
Design and launch a successful B2B marketing strategy for your company
Our marketing teams have considerable experience in planning, creating, and distributing engaging, high-value, informative, and trust-building content to a wide variety of business to business markets online and offline.
Tell us which markets you’re targeting and the channels you want use to use to promote your B2B products and services. Our B2B marketers then create and distribute the content you need to ensure that your message is understood and the benefits of what you sell appreciated by decision makers in each audience you need to reach.
To speak with one of our B2B marketing strategies account managers at More Than Words, please call 0330 010 830 or click here to email us.